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A Deeper Understanding of Avery Fitness Center Customers

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Introduction

To answer this question, the research was approached with two perspectives in mind

Determine member demographics and usage patterns

Investigate how members learn about AFC

Method

Exploratory Research

Literature Search

AFC’s role in the community was consistent with other organizations and programs across the country

Older adults seek community programs and facilities that help them to be more active

AFC Employee Depth Interviews

The goal was to gain insights about AFC members who attend regularly

AFC Member Depth Interviews

The goal was to gain understanding about motivations for AFC attendance and methods for initially learning about the facility

Method

Descriptive Research

Mail surveys were sent to a simple random sample of current and former AFC members who had utilized the Center at least once in the past 12 months

231 usable surveys were returned over a two week period from the 400 members contacted

58% response rate

The returned surveys were matched with revenues paid by those members in the past 12 months

ResultsSection One – Overall Demographics and Usage Statistics

The average AFC member can be described as

Female (80%)

Older (mean age 69, with 50% between the ages of 60-77)

Well educated (60% with a four-year or advanced college degree)

Retired (77%)

Comfortable income (29% with annual household income greater than $75,000)

ResultsSection One – Overall Demographics and Usage Statistics

ResultsSection One – Overall Demographics and Usage Statistics

Weight Training (32% usage)

Men (51% compared to 27% women)

Higher education (37% compared to 23% with less education)

Higher incomes (41% compared to 27% with lower incomes)

Classes (26% usage)

Women (30% compared to 9% men)

Exercise Circuit (22% usage)

No statistical differences among demographic categories

Circulation Station (12% usage)

Lower incomes (17% compared to 5% with higher incomes)

ResultsSection One – Overall Demographics and Usage Statistics

Therapy Pool (45% usage)

Women (51% compared to 20% men)

Lower incomes (55% compared to 39% with higher incomes)

ResultsSection One – Overall Demographics and Usage Statistics

There were no statistically significant demographic differences between light and heavy visitors

ResultsSection One – Overall Demographics and Usage Statistics

ResultsSection One – Overall Demographics and Usage Statistics

Overall Revenue

Annual average of $282/member (standard deviation of $166)

25% paid $155 or less per member

25% paid $400 or more per member

Revenue by Demographics

> 70 years = Annual average of $328

< 70 years = Annual average of $238

Employed = Annual average of $215

Retirees = Annual average of $314

ResultsSection One – Overall Demographics and Usage Statistics

Revenue by Usage

Class Participants = Annual average of $320

Class Non-participants = Annual average of $268

No statistically significant differences for

Weight Training Participants/Non-participants

Exercise Circuit Participants/Non-participants

Circulation Station Participants/Non-participants

Therapy Pool Participants/Non-participants

ResultsSection One – Overall Demographics and Usage Statistics

Further analysis indicated that the more strongly people were motivated by “Social Aspects,” the higher the fees they paid over the course of the year (i.e., $40 more for every point higher on the 1-5 importance scale)

A respondent scoring “Social Aspects” a “5” would have paid $120 more in fees than a respondent who scored it a “2,” on average

ResultsSection Two – How Members Initially Learn about AFC

ResultsSection Two – How Members Initially Learn about AFC

ResultsSection Two – How Members Initially Learn about AFC

“How likely is it that you would recommend AFC to a friend or colleague?”

71% of respondents answered “10” on the likelihood scale

Retired members were more likely to recommend the Center (76% compared to 52% of employed members)

Those who valued the “Social Aspects” were more likely to recommend the Center (87% compared to 63% of those who placed less value)

Those who used the Therapy Pool were more likely to recommend the Center (85% compared to 59% of those who had not used the pool)

Women were more likely to recommend the Center (76% compared to 56% of men)

Limitations

26 individuals did not respond to the employment status question

The question was unnumbered so it could have been overlooked

Neither of the response options might have been accurate descriptions of their employment status

Conclusions and Recommendations

How can we increase revenues at our current location?

To answer this question, the research was approached with two perspectives in mind

Determine member demographics and usage patterns

Older, well educated, retired females with a comfortable income and greater social needs

The Therapy Pool is the most frequently used service followed by Weight Training and Classes

AFC members visit an average of 10 days per month primarily in the mornings

Investigate how members learn about AFC

Conclusions and Recommendations

How can we increase revenues at our current location?

To answer this question, the research was approached with two perspectives in mind

Determine member demographics and usage patterns

Investigate how members learn about AFC

Respondents first came to AFC for rehabilitation purposes or to address specific medical needs or general health and exercise

Word-of-mouth communication from friends and doctors was the most common way in which members first learned about the Center

Conclusions and Recommendations

How can we increase revenues at our current location?

Speak at senior citizen centers and living groups whenever possible

Focus on delivering the highest quality experience possible for existing members to promote word-of-mouth

This is especially true of retired members motivated by social considerations